Google Search Ads – Top 5 Critical Settings to Check

PPC Advertising
Google Search Ads - Top 5 Critical Settings to Check Google Search Ads is a very powerful platform and millions of advertisers make a ton of money through it. However, on the flip side, there are a lot of advertisers who spend a ton with little to nothing to show. To make sure you fall into the first bucket, I want to share my top 5 critical settings to check within Google Search ads. I'm not kidding around when I say that these components can make or break your campaigns.  Think of these settings as mini landmines you can step on. You barely notice them, but if you trigger the wrong button, boom, your performance will take a nose dive, just like that. With that, let's get into the recommendations.…
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In-Market Audiences and Keywords Targeting

PPC Advertising
In-Market Audiences One of the under promoted updates hit Google search over the past month or two. Even though Search Engine Land covered this in 2017, this came in without much fanfare, however the impact is actually quite huge. Google released a treasure trove of user data we can leverage, in addition to our keyword targeted search ads. The benefit of this is significantly higher click through rates, higher conversion rates, and potentially lower CPCs. Let me explain, first covering what are audiences for Google search ads, why they are important, what this update does, and how you can take advantage. Audiences for Google Search Google search as always performed pretty well for advertisers. I blogged about this many times over, but it's because you're reaching users based on intent.…
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Digital Advertising eBook

Google Analytics, Local Directories, PPC Advertising, Remarketing Advertising, Uncategorized, YouTube Advertising
Digital Advertising eBook Hi Friends! I'm really excited to share that I just published my first ebook. In this post I want to give you the skinny on the ebook. Specifically, I created an ebook, content included in the ebook, where to buy and potential future ebooks to come.  For those interested, you can purchase on payhip, via this link here, for $24.99. Payhip is a platform that offers secure ebook purchasing. For those reading, this might be the most effective $25 spent for your business.  Read below to find out more. Why I Created an Advertising ebook As many of you have learned, I've been doing digital advertising for a long time. Over 13+ years to be exact. This has spanned Google (2014 - 2018), RKG Ad Agency, Yahoo!,…
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YouTube Advertising for your Business

PPC Advertising, Uncategorized, YouTube Advertising
YouTube Advertising for your Business As we talk about digital advertising, I would be remiss not to discuss the power of video for one's business. Now, most businesses are fond of 2-D digital advertising (i.e. banner ads, search text ads, local listings, etc.). But there is a dark horse that carries a lot of weight that is worth discussing, which is YouTube video advertising.  For this post, let me break down this segment into a few components: why is video important, what will it achieve, how can I take advantage and have fun with it :). YouTube Video:  Why is it Important YouTube videos often gets overlooked by other digital advertising. This is based on sound logic, YouTube introduces a brand to an audience but is rarely the last point…
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Empowering Small Businesses to Win with Digital

PPC Advertising, Uncategorized
Empowering Small Businesses to Win with Digital April 29th commences National Small Business Week. While small businesses are small in nature, for example 95% of small businesses in the US have fewer than 10 employees, they are a large part of the US economy. Of all businesses in the US, 99% are small businesses and even though most employ only a handful or two of employees, 53% of the US workforce work for small businesses. To break it down, the majority of the workforce works for a small business and if you were to randomly sample a given person on the street, chances are they work for a small business over a large corporation. That’s huge! My goal with DIY Digital Strategy is to empower small businesses to win with…
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Why Invest in Digital Marketing

PPC Advertising, Uncategorized
Why Invest in Digital Marketing While all of my posts are focused on how small businesses can leverage digital marketing as a strategic asset to drive growth, it's important to understand why you're investing in digital marketing. See the below which maps out the core reasons. Media consumption Consumers spend 6 hours per day online. Media consumption of traditional media sources such as TV, Print, Radio are all in decline. Think of your own experiences, how much do you watch TV today, vs. 10 years ago. Also, when the TV is on, what percent of the time are you truly engaged with the program and not looking at your phone? When is the last time you picked up a newspaper? Or if you have a newspaper, do you read it…
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How to Advertise a Small Business

PPC Advertising, Uncategorized
How to Advertise a Small Business For all of my small business friends out there, I've been hearing a lot of questions regarding where to begin with digital advertising for small businesses.   Now the strategy will vary significantly from business to business, however I want to give a short list of recommendations, starting with the strategies that doesn't cost a dime. Small Business Advertising - Email Marketing For any small business, no matter how small, you should be collecting emails from customers and prospects. If you aren't doing this now, you should start right away. Here are a few sources: If you use Wordpress, you can leverage plugins such as Sumo. This is an awesome free plugin which will automatically ask engaged site visitors to populate their email. Even…
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Google Search Ad Copy – Best Practices

PPC Advertising, Uncategorized
Google Search Ad Copy - Best Practices For those who are advertising search text ads on Google for your business, or are aspiring to in the near future, writing relevant ads is super important and is often overlooked. Why invest time in tweaking your ads? Glad you asked.. High Click through Rate This simply means, more visitors to your site as your ad is more likely to be clicked. Higher Conversion Rate This means that when users go to your site, they have a higher likelihood of taking a valuable action (i.e. submit a lead, order, spend time reading about your business, etc.). Lower cost per click That’s right, not only do you get more traffic and more conversions for your business, but Google will even reward you by lowering…
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Drive Customers with Google Customer Match

PPC Advertising, Uncategorized
Google Customer Match Do you have an email list of customers, prospects, lapsed customers? If you said no, start building one ASAP. No joke, if you have a business, you should ask for email addresses and start tracking this, no questions asked.  If you said yes, we're in business! Let's leverage this to advertise to your most valuable audiences via Google Customer Match. What's Google Customer Match? Check out this Customer Match article. It's a very powerful and easy to use tool which allows advertisers to upload email addresses of their customers, lapsed customers, leads, friends, etc. into AdWords. It's extremely safe, you upload and AdWords will automatically encrypt the data, match it to Google users, then purge your email list (i.e. protecting your valuable data). Once the match takes place,…
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How Much do I Need to Invest in Digital Marketing?

PPC Advertising, Uncategorized
How Much to Invest in Digital Marketing I want to clear up a common misconception. Many folks think they need to spend a ton of money on digital marketing and literally need to have buckets of cash laying around to burn.  I have some good news, this is not the case! Nor would I recommend this. Here's why: Start small and scale My approach is to launch digital marketing campaigns with small daily budgets, prove it's worth, then scale if it's proven to drive business results. You have full control Unlike  TV, print or billboard advertising, you have absolutely full control in what you're comfortable spending and can set appropriate limits. For example, my brother has a successful business selling customized wrought iron table legs. I help him advertise and we…
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